Antecedents and Consequences of Digital Marketing in the Digital Era

Abstract

Purpose – Digital marketing has gained significant interest in recent years, with many claiming it predicts marketing outcomes like customer awareness and brand associations, organizational success, and financial performance literature, and relatively little is known about its antecedents and consequences. This study aimed to test a model of the antecedents and consequences of digital marketing based on digital marketing theory. Design/methodology/approach – A survey was completed by 133 employees working at Umniah Telecommunication Company. The age group of 26-30 is the most represented, with a frequency of 39, and 84 percent are male; the experience category of 16-20 is the most represented, with a frequency of 49, and the educational level category represents the most represented bachelor's degree with a frequency of 72 and a percentage of 54%, The survey included measures of digital marketing and the antecedents and consequences of digital marketing. Findings – According to the results, there is a significant relationship between the antecedents and consequences of digital marketing. However, consumer behavior antecedents are not significant for digital marking. Originality- This paper explores the causes and effects of digital marketing, evaluating a digital marketing theory model and its contribution to the field of digital marketing research.